Targeted TV Ad Delivery via Anonymized Purchase Models
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Solution Overview
Problem
Current television advertising is ineffective as it lacks targeted delivery, with advertisers unable to accurately reach viewers based on their purchasing behavior due to privacy laws restricting the sharing of transaction data, leading to ads being ignored or fast-forwarded through.
Innovation Solution
A system and method that models payment card purchasing behavior to identify and deliver targeted television advertising messages to subscribers, using a processor to select ads that align with the viewer's preferences without revealing confidential information, by communicating anonymously between payment card and television service providers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If payment card transaction data is shared with advertisers and television service providers, then advertising effectiveness is improved, but privacy law compliance deteriorates
Solution Approach 1:
The patent introduces a data mining system as an intermediary that operates independently from both payment card providers and advertisers. This intermediary system mines transaction data to create consumer profiles and purchasing behavior models, then shares only aggregated, anonymized insights with advertisers rather than raw transaction data. This mediator approach enables advertising effectiveness while maintaining privacy compliance by preventing direct data sharing between payment card providers and third parties.
2Quantity of substance
If advertising messages are broadcast to all viewers, then advertising reach is improved, but advertising relevance deteriorates
Solution Approach 1:
The patent applies local quality by customizing advertising messages to match individual viewer preferences and purchasing behaviors rather than using uniform broadcast advertising. The system creates consumer profiles based on mined transaction data and delivers tailored advertising messages to each viewer, ensuring that ad content is locally optimized for individual relevance while maintaining broad coverage through the television network.
Solution Approach 2:
The system changes the parameters of advertising delivery by transitioning from static, one-size-fits-all broadcasting to dynamic, personalized message delivery. The patent modifies advertising content parameters based on real-time analysis of consumer purchasing behavior models, allowing ad relevance to adapt to individual viewer characteristics while maintaining overall advertising reach.
3Loss of time
If viewers fast-forward through ads, then viewing time is improved, but advertising effectiveness deteriorates
Solution Approach 1:
The patent implements feedback mechanisms by continuously monitoring consumer purchasing behavior and using this information to refine and optimize advertising messages. The system analyzes transaction data to understand what products and services consumers actually buy, then adjusts advertising content accordingly. This feedback loop ensures that advertising effectiveness improves over time by aligning ad messages with actual consumer preferences, reducing the incentive for viewers to fast-forward.
Data Source
AI summary
A targeted television advertising system includes a modeling processor and an identification processor. The modeling processor is configured to model purchasing behavior of a selected television service subscriber using a payment card transaction database. The identification processor is configured to identify television advertising messages that may appeal to the selected television service subscriber based upon the modeled purchasing behavior.